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標題: 影響電信業者顧客忠誠度之因素研究
An Examination of Determinants of Customer Loyalty in E-telecommunication Industry
作者: 蘇裕期
Su, Yu-Chi
關鍵字: E-telecommunication;網站可用性;Website usability;Trust;Loyalty;SEM;信任度忠誠度線性結構化模型
出版社: 電子商務研究所
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近年來隨著科技的進步與行動電話之普及,顧客對於手機圖鈴的需求日益增加。業者為了滿足顧客的需求,在其所建置的網站中皆提供手機圖鈴下載之服務。為了了解業者所提供之手機圖鈴下載服務是否能滿足顧客之需求,本研究中針對電信業者所建置的網站其「網站可用性」、「信任度」、「知覺價值」、「顧客滿意度」、「使用習慣」及「顧客網站忠誠度」六大構面,以問卷調查統計的方式來探討各因子間的關聯及對於電信業者所的建置的網站之顧客忠誠度的影響。 本研究之對象為台灣最大電子佈告欄系統—批踢踢實業坊中的行動通訊板之使用者進行網路問卷調查,總計調查579份問卷,經回收後之有效問卷為517份,回收率達89.3%。 研究結果顯示,電信業者若能提高網站的可用性,則較易提升顧客之滿意度,進而增加顧客對該電信業者網站之忠誠度;而當顧客的知覺價值越高時,顧客滿意度與電信業者網站之忠誠度則將同樣有顯著提升。此外,本研究結果顯示經常使用此電信業者網站的顧客,對於該電信業者網站的信任度與網站之忠誠度也會相對提升。本研究結果將可為電信業者在建置網站時提供一個有著高度參考價值及高可行性的理論基礎。

Rapid advances in cell phone technology have allowed users to access much more information and entertainment than ever before, and the demand for cell phone entertainment such as unique cell phone ring-tones, has become much more widespread. To satisfy the customer demands, many businesses and telecommunication companies, provide this kind of e-service on their websites. Thus, the main purpose of this research is to investigate how perceived website usability, trust, perceived value, customer satisfaction, and habits affect customer loyalty to e-telecommunication websites they visit.
A web-based survey of 579 users of Taiwan's biggest bulletin board system (BBS) “MobileComm” tests the model proposed in this research. The response rate for the survey was 89.3%
The results of research indicate that customers are more trusting when they perceive the website to be usable. Results also demonstrate greater usability has a positive influence on customer satisfaction. Furthermore, perceived value has a positive influence on satisfaction and loyalty, and habit is a driver of trust and website loyalty. Thus, this research provides a tenable structure for researching customer loyalty, and forms a valuable basis for understanding customer loyalty in the e-telecommunication industry.
其他識別: U0005-0307200916053900
Appears in Collections:科技管理研究所

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